In 2025, Vinimark’s International team continued to explore new global opportunities while adapting to an increasingly competitive and unpredictable wine market. Despite shifting conditions, the company experienced renewed momentum as South Africa’s wine story continued to resonate internationally. Vinimark focused on purposeful growth, adaptability and long-term brand development.
Leadership and Portfolio Evolution
An important milestone was the appointment of De Bruyn Steenkamp as International Director in August 2024. Under his leadership, and in a year that marked Vinimark’s 40th anniversary, the international team evolved its role beyond export logistics to support brand development and distribution for Vinimark’s Brand Partners.
New additions to the international portfolio, including Vilafonté and Kasteelberg, joined established global brands such as Krone, Reyneke, Barista and Robertson Wines. Together, these brands reflected a modern South African wine offering that balances heritage, innovation and authenticity, with a clear focus on quality and long-term brand building.
Market Growth and Global Reach
Vinimark continued strengthening established routes-to-market while making progress in newer regions. Africa and the Middle East were particularly buoyant, supported by strong importer engagement, growing hospitality sectors and increasing interest in premium South African wine. Education and training remained essential in these developing markets.
In traditional regions, the UK remained South Africa’s largest and most consistent export destination. Vinimark also maintained long-standing partnerships across Europe, including Switzerland and Scandinavia. Interest in organic wine remained strong, and demand for bag-in-box formats continued to grow in Sweden. A highlight was Robertson Winery’s fully recyclable 3L bag-in-box, developed and manufactured in South Africa. Reyneke Wines also aligned well with eco-driven markets through its biodynamic and organic practices.
Beyond Europe, Asia presented mixed conditions. China remained volatile, while Japan continued to value premium quality and long-term collaboration. In North America, tariff discussions in the USA placed pressure on lower price points, while Canada showed renewed interest in wine due to shifting import patterns and consumer behaviour.
People, Presence and Partnerships
Human connection remained central throughout 2025. Vinimark’s international sales team represented South African wine across global markets and participated in major international trade fairs, including ProWein, Wine Paris, Vinexpo Singapore and Vinmonopolet. Vinimark also hosted international trade missions at CapeWine, including the largest group of Canadian buyers in the event’s history.
Looking Ahead to 2026
Vinimark embraced the view that wine must remain “fun, relevant and alive,” particularly for the next generation. A standout achievement was the continued global growth of Krone Cap Classique, now featured in leading international restaurants. With renewed focus, refreshed branding and a clear premium strategy, Vinimark enters 2026 with optimism.
